Dive Brief:
- “Bridgerton” star Nicola Coughlan is the latest celebrity to be featured in a Skims campaign for the brand’s Soft Lounge collection, per a release sent to Retail Dive.
- Shot by fashion photographer Elizaveta Porodina, Coughlan appears in the brand’s body-hugging dresses surrounded by florals. Some of the colorways are newly done in summer-ready cuts, while others are carryover top-selling styles.
- The Soft Lounge collection includes both loungewear and sleepwear and is sold through the brand’s official Skims website.
Dive Insight:
Skims’ decision to feature Coughlan in its latest campaign extends the brand’s strategy of using celebrities to market its collections around special moments and events.
“Everyone knows I’ve been a huge fan of Nicola and Bridgerton since the beginning, so for her to star in our Soft Lounge campaign is a full circle moment,” Kim Kardashian, co-founder and chief creative officer of Skims, said in a statement. “Nicola is such an inspiration on screen and beyond, and she really brought the campaign to life with her undeniable beauty and energy.”
Some of the other personalities who have donned Skims products for campaigns have included soccer player Jude Bellingham timed to the Union of European Football Associations’ Euro 2024 competition; podcaster Alex Cooper for Skims Wedding Shop prior to her own ceremony; Usher timed to his Super Bowl halftime performance; and singer Lana Del Rey for a Valentine’s Day collection just before headlining Coachella.
“I’m so honoured to be in Skims latest campaign,” Coughlan said in a statement. “I’ve been a fan of Skims since the beginning. It’s been my on set lounging outfit since day one. I love that it’s a brand that makes everyone look and feel amazing. The Soft Lounge styles are incredibly flattering, comfortable, and so soft, and so beautiful.”
From a marketing standpoint, Skims has achieved a number of firsts over the past year. The brand engaged with ad agency Wieden + Kennedy on the first national commercial for Skims, which debuted at the Oscars in March.
The brand was named the official underwear partner of the NBA, WNBA and USA Basketball last October. And in May of this year, Skims introduced a new campaign starring five WNBA players, including Candace Parker, Kelsey Plum, Cameron Brink, Dijonai Carrington and Skylar Diggins-Smith.
The five-year-old Skims launched its first men’s line late last year and opened its first permanent store in Washington, D.C.’s Georgetown neighborhood this month.
